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High-Value Miami Dolphins Sponsorship Underscore the Role of Sports in the Hotel and Travel Industry – Image Credit Unsplash
- High-value sponsorships such as the Miami Dolphins and Hard Rock International deal spotlight the growing significance of sports in the hotel and travel industry.
- Despite the high competition among hotel brands for sponsorship deals, the willingness to invest substantial sums is tempered by the competitive landscape.
The hotel and travel industry has significantly shifted towards high-value sports sponsorships, with the partnership between the Miami Dolphins and Hard Rock International leading the way. According to GlobalData, a leading data and analytics company, the 18-year deal, worth $13.90 million annually, combines stadium naming rights and team affiliations.
GlobalData’s latest report, “Sponsorship Sector Report – Travel & Tourism – Hotels 2025,” indicates that soccer holds the key position in annual sponsorship deal value and volume within the hotel sector for 2025. The report also highlights Hilton as the most active hotel brand in 2025, with 36 deals.
Despite engaging in only three deals across the hotel sector, Hard Rock International ranks as the third-largest spender in terms of annual value. Almost 70% of the brand’s annual expenditure is accounted for by the deal with the Miami Dolphins.
Marriott Hotels & Resorts, the second most active brand, emerges as the largest spender within the hotel sector in 2025. The hotel brand maintains high-value partnerships with sporting federations, including the NFL, NCAA, and US Soccer.
However, the volume of sponsorship agreements does not necessarily reflect large financial commitments. For example, only three of Hilton’s 36 partnerships in 2025 are estimated to be worth over $1 million annually.
In another significant deal, Circa Las Vegas agreed to sponsor the Vegas Golden Knights for five years, from 2022-23 to 2026-27. The deal, worth an estimated $2.50 million annually, also includes Circa Sports as the team’s jersey patch partner.
Despite the high-value sponsorships, the competitive landscape of the hotel and travel industry is tempering substantial investments. Although the Vegas Golden Knights’ fan base includes numerous hotel patrons, the intense competition among brands must be acknowledged. Consequently, while hotel brands are eager to align themselves with the franchise, their willingness to invest substantial sums is tempered by the competitive landscape.
